“… two econometrics studies prepared by FEH for Ofcom in 2010 and 2013 also provided evidence that strongly supports the view that EPG positioning is likely to have a significant impact on a channel’s audience performance. They found that the majority of examples of channels which have moved as a result of historical EPG reshuffles support an argument that EPG positioning affects their audience performance.”

While the Report (ibid., pp. 20-21) notes that:

“There is also evidence that being higher up in an EPG drives viewing: work conducted for Ofcom by FEH Media Insight in 2013 largely supported the proposition that EPG positioning affects audience performance. […] While there have been significant changes in the market and in audience behaviour, evidence indicates that EPG positioning still has an impact on channel performance. More recent insight from FEH Media Insight, “EPG Prominence and Channel Performance – It Still Matters” found a move of 4Seven up the EPG on Virgin Media saw a large increase in its share of viewing on the platform.”